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Names: Elise and Evan
Macmillan, co-founders of The Chocolate Farm, a Denver-based
producer of such farm-inspired treats as Pigs in Mud and Lemon
Sheep Munch

Top Five Magazines For
Teens1.Seventeen2.YM3.Teen People4.Teen5.GameProSource: Folio

Ages: 12 and 15

There's no denying the teen market is hot. Remember the
McDonald's commercials from the summer of Britney Spears and
*NSYNC? But when it comes to reaching teenagers, businesses can be
pretty clueless (how many more ads do we need to see with kids
being "real"?). These teen entrepreneurs provide insight
into Generation Next:

Know Why They Buy:
"Teens buy things for the same reasons as anyone else-we need
the items. Sometimes we might want something more than we really
need it, to make ourselves or other people happy," says
Evan.

Lead Or Follow: "Many
teens look for situations [in movies or on television] in which
they'd like to see themselves. They may choose to copy clothes,
language or other aspects of these situations," says Evan.
"Other times they like to create their own look. Teens today
are not like a flock of sheep. They're very media
savvy."

Set A Good Example: Elise
believes alcohol and tobacco ads unfairly target teens: "I
think these ads try to convince teenagers they can be more grown-up
and have more fun if they use cigarettes and alcohol."

Laugh A Little: "I like
ads that are funny so I remember them and maybe I'll talk about
them with my friends," Elise says. "Ads with actors who
portray unusual people can be funny and memorable."

The U.S. Census counts nearly 16 million people in the United
States between the ages of 14 and 17. That number has risen from
just under 15 million in 1995.

Every year, more than $2 billion is spent on advertising directed
at kids, more than 20 times what advertisers spent 10 years
ago.

Kids 12 to 19 spent about $94 billion of their own money in 1998,
according to the Rand Youth Poll. What have these young
entrepreneurs purchased recently? Elise bought running shoes for
track, some school clothes

Do you recognize an entrepreneurial sparkle in your own kids? Show
them how to take their lemonade stand ambitions to the next level
with How to Be a Teenage Millionaire
(Entrepreneur Press) by Art Beroff and T.R. Adams.